Older Stuff
TVC PRODUCTION
SONY VAIO
Brief:
To create an integrated TVC to leverage Sony’s sponsorship of So You Think You Can Dance.
Approach:
Utilising talent from the show we created a Dance Off in an undisclosed Sydney alleyway.
Results:
Without blowing wind up our skirts, we did create, produce and dispatch this TVC in 72 hours.
TVC PRODUCTION
INVISIBLE ZINC (TVC, Stills, U.S TV Content and Viral Content)
Brief:
The Happy Farm was asked by the client to bring the fun and spirit of Elle Macpherson to a TVC for a product that’s just as new age, Invisible Zinc! Oh and while we’re at it could we also do the stills, online, US infomercial production? You bet!
Approach:
The team worked tirelessly over the Christmas break to get not only ‘The Body’ onto the beach but a top-end production crew to cover moving image and stills production.
We knocked the TVC out of the way before the trucks and honeywagons powered up the hill to a stunning house high above Bilgola beach. With a view, and model, to die for we cut through a 30min infomercial script and entire stills shoot all before sundown.
Why spend a week doing what we can do in a day?
Results:
TVC and billboard executions, print campaign stills and product packaging integration. We even created an online viral film, shot guerrilla-style and strategically seeded to build hype and awareness.
Simple. MORE CONTENT across MORE CHANNELS for the SAME BUDGET.
TVC PRODUCTION
METAMUCIL - SO YOU THINK YOU CAN DANCE (TVC, In-show play-ins)
Brief:
To produce a spontaneous, engaging and energetic bespoke TVC for Metamucil to leverage their sponsorship of SYTYCD, incorporating the top 20 dancers whilst aligning with the existing brand campaign.
Approach:
To show the energy of the dancers, not just talk about it!
We set out to intrinsically tie Metamucil to visible physical performance gains, stamina and positive attitude. I.E Align with the brands communication strategy and amplify its messaging.
How? Put the money on the screen! Top crew, fast turnaround, efficient production. Value.
Results:
A fresh and energetic TVC perfectly aligned with the brands media strategy and executed across traditional and emerging channels.
Our production planning and efficiencies also enabled us to delivered 5 in-program play-ins. Same shoot day, same budget, more content.
TVC PRODUCTION
O’Brien Glass TVC
Brief:
To replicate an existing ad campaign from the UK for the Australian and New Zealand markets that communicated the importance of calling O’Brien as soon as a chip appeared on a windscreen.
Approach:
The Happy Farm set out transcribing and replicating the original UK script to suit each market. We sourced real talent from the ranks of O’Brien and Smith & Smith technicians to bring credibility to ads.
Production delivery was based on a quick 3 week turnaround with a cost & time effective approach.
Results:
We set about delivering the TVCs and variants in a quick 3 week turnaround. We utilised our skills in production planning and execution to produce 2 cost effective commercials for both Australian and New Zealand markets (known as Smith & Smith).
In total we delivered:
2 x 45’s O’Brien TVCS - Metro and Regional
2 x 30’s O’Brien TVCS – Metro and Regional
1 x 15’s O’Brien cut down
1 X 45’s Smith & Smith TVC
1 X 30’s Smith & Smith TVC
1 x 15’s Smith & Smith cut down
So don’t wait until its to late! Call O’Brien or visit them online.
DIGITAL CONTENT PRODUCTION
SHORT-FORM & LONGER FORM
FOOTBALL FEDERATION OF AUSTRALIA- FANSFORMATION (Episodic digital series)
Brief:
To bring to life the FFA’s brand essence. ‘90 minutes, 90 emotions.’ Convert non-fans to being fans of the fastest growing game in Australia. Put bums on seats (increased ticket sales).
Approach:
We produced an experiential branded content series in which passionate football fans attempt to convert a non-fan to the game.
The FFA had the traditional channels covered. We amplified their campaign across new and emerging digital channels, while always staying true to their creative idea and essence.
Put simply, we spread their message further and across more channels.
Results:
7 x 3 minute amazing webisodes released weekly.
1 x television program for Fox Sports… with in flight, stadium and TV appearances to follow.
30 second promo played at the Galaxy game and subsequent A-League matches.
100s of flyers handed out at stadiums by the Fansformation Girls (aka Leon’s girlfriend and her friends).
Tens of thousands of downloads in the first weeks with NO advertising!
Most discussed content on Sydney FC forum site and community.
Lachlan, the ‘non-fan’, has become a recognised figure at games.
Con and Leon, the ‘fans’, have own radio show.
New Series:
The FFA got it. MORE CONTENT, MORE CHANNELS for the SAME BUDGET. So in 2009 we’ve done it again.
The new program is due for roll out October 2009! (Foxtel and Ninemsn), now funded by Hyundai!
Get off the bench at www.fansformation.com
chicken@thehappyfarm.com.au
ELECTRONIC CONTENT GATHERING ENG - DELIVERY
CANNES YOUNG LIONS (Vlogs, Video Diaries and Video Journalism)
Brief:
To Leverage News Ltd’s presence at the Cannes Lions Festival 2008 and generate entertaining and informative content: bringing the Cannes experience home to Australia via multiple digital channels.
Approach:
We developed, with News Ltd a unique content strategy that encompassed 3 tiers of content: Entertainment, News and Strategy.
The Happy Farm sent a skeleton crew to Cannes to produce, shoot, edit and upload content executions for each tier and channel, keeping everything up to the minuet.
Using the time difference in Cannes to our advantage we were able to upload content executions onto the News Ltd and The Australian websites as the first point of call for all breaking stories.
Results:
Multiple digital video executions delivered across the globe every 12 hours.
Populated trade channels creating engagement on a daily basis.
8 part experiential webisode series following the journey of 6 “Young Lions”
Content utilized through multiple channel executions.
2009 rollout
Unique creative perspective for News Ltd
and… a very Happy client!!!
chicken@thehappyfarm.com.au
ELECTRONIC CONTENT GATHERING ENG -PER HOUR
LANCE ARMSTRONG FOUNDATION - LIVE STRONG (Video content capture)
Brief:
To capture one off content opportunities with Lance Armstrong during the Tour Down Under for a US creative agency. Produce it, shoot it, stamp it and ship the tapes for editing.
Approach:
With under 48hrs between the briefing and event The Happy Farm launched a full production offensive tailored to the US creative.
Crews were airborne for Adelaide within 24hrs geared to shoot for international distribution.
Results:
2 Days of content capture across 2 states for execution across multiple channels.
Shot for US broadcast standards, tapes signed sealed and delivered to Texas within the week.
chicken@thehappyfarm.com.au
EXPERIENCES
EVENT MANAGEMENT & ON-GROUND ACTIVATION
COCA COLA LIVE ‘N’ LOCAL (TV Series, Digital content, Real experiences, Tour, Event management)
Brief:
To bring to life brag-ability to teens via music and reach a mass audience via multiple channel executions. Network Television, Live Events and Online.
Approach:
Experience is the new reality! Lead by a consumer promotion providing fans the opportunity to get seriously up close with their favorite artists - we put the cameras in the hands of fans and produced a one-of-a-kind music program as well as countless online films hosted on Yahoo7 music.
With 50% of the program shot from the fans perspective, the content produced provided a unique insight into their personal experience.
Results:
A four year partnership with Coca-Cola.
Regular #1 spot for a music TV show in Australia on Network Seven.
Along with quadruple the average time spent online for the target audience, with an outstanding 16 minutes browsing.
More than 100 online films were produced. MORE CONTENT, SAME BUDGET.
chicken@thehappyfarm.com.au
DIGITAL
MOBILE PLATFORMS
WOTNEXT (Online Content, Mobile integration, Live Events, Social Networking, Stills, Print, Tour Management and Digital)
Brief:
Production planning and content execution to populate the launch and sustainability of a content-driven, interactive music website - WOTNEXT MUSIC
Approach:
Use almost every new media, new marketing discipline known to man [and a couple of oldies too]:
Production Planning
Online Social Networking
Viral Marketing
User Generated Content
Word of Mouth
Branded Entertainment
Experiential Marketing
Event Management
Mobile Peer-to-peer content sharing
Consumer Promotion
PR
TVC Creation and Production
Radio
Pole Posters
Street Press
Online
Media Partnerships - STV, Radio, Online, Press
Results:
Increased site traffic 10 fold.
Over 350k total downloads online and mobile.
Winning clip generated 17000 votes in on week.
A live music tour covering 9000kms from tip to toe, and into the centre of the east coast, Townsville to Melbourne, Broken Hill etc.
A Rockstar in 1974 kombi decked out to shoot, edit and upload from the roadside.
243+ online films created by TCO: majority shot, edited and upload in a day!
15 packed live gigs via word of mouth campaign with endless artists touched and inspired
Media partnerships including MTV, Nova, Regional Radio Works and Bigpond Music, In The Mix, Faster Louder, all Street Press.
Publicity through Print, Radio and Network TV - combined audience exposure 2,840,000 [with thanks to Progressive PR]
chicken@thehappyfarm.com.au
WEBSITE - DESIGN & BUILD
DDA MUSIC - MY DDA WEBSITE
Brief:
To design from the ground up a user interface website for the new music system DDA to coincide with its launch.
Approach:
We revamped the visual identity of the original site. Produced artist videos across the country and executed content through this new ground-breaking channel.
Results:
See for yourself! My DDA
FUTURE BY US
Brief:
To promote the book, Future By Us whilst also communicating the key themes and messages of the book in a visual manner.
Approach:
With only 3 days to deliver this piece, a script was quickly written and storyboards were nutted out. With a client across the other side of the world, a tight production schedule was strictly adhered to, ensuring turnaround times for drafts and approvals were kept to a minimum.
Results:
Multiple versions of the piece for email, social networking sites and a broadcast quality version to be shown at the book launch at Parliament House by Prime Minister, Kevin Rudd.
The final piece was delivered on time and budget to a very appreciative client. An eMarketing campaign was launched globally along with the piece being added to the Borders eNewsletter which has a readership of roughly 800,000.